Is your winery an elite status brand seated in the front of the cabin? Or in boarding group 5 headed all the way to the back for a crowded spot in the middle of row 42?
As someone who used to travel constantly for work promoting wines in markets all over the US and sometimes abroad, my seat assignment meant the difference between a productive or a cramped flight. I spent a lot of energy and time figuring out how to upgrade.
In wine public relations, your winery communication position is a lot like a seating assignment. It's a lot more comfortable in the front, and it usually takes hard work to get there.
When we are considering representing a new client, one of our first tasks is to assess where within the communications seating chart the winery is sitting. This "seat assignment" tells us where we are in the process and allows us to plan how we can most effectively create communications value for media, and ultimately, people buying wine.
Having a seat on the chart means you've already done some communications work. They key to creating communications value is of course to move to the right, gaining share of voice, press coverage and customer loyalty.
In some instances, a winery will upgrade its seat naturally over time; however, a strong public relations and communications plan can help you accelerate your movement (assuming you already have the necessary assets like excellent wine and a strong vision). They key to a quicker upgrade is ensuring that your communication encompasses the "Three C's" -- that it's compelling, consistent and constant.
We encourage you to take a few minutes to think about your position on this chart. Are you moving up? Stuck in the back in a middle row? Might the key to your upgrade hidden in one of those three C's?
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